Lowe's Fix In Six
Background and Introduction
Lowe’s is the second largest home improvement retailer in
the world and they’re in the business of providing “how to“ tips (http://vinefixinsix-entry.com/). Lowe’s (through hired a advertising agency BBDO New York) has a history of using creative, DIY video formats in their social media campaigns. Lowe’s used Vine as a way to bring useful home improvement
techniques to life. Using stop-motion animation techniques, Lowe’s created over
50 six-second films that were as entertaining as they were useful, that is “Low’s
Fix in Six”.
Social Networks

Lowe's and BBDO shows creativity of using video apps, that attract more people pay attention to Lowe's, especially Millennials. Lowe's believed that six-second social video would be an ideal way for them to help Millennials enter the world of home improvement with more confidence and pluck. (https://blog.hootsuite.com/social-media-campaign-strategy/)
Lowe's create "Made in a Minute" video series which used 360 degree video on Facebook to show step-by-step instructions on projects. Besides, the "In-a Snap" series was extra fun for Snapchat users who got to accomplish a DIY project in virtual style by tapping their way through it, like a game.
Lowe's create interesting and attractive videos and release them on popular social platforms, more people could watch these absorbing videos. And people could comment on videos and share these videos with their friends, family. that helps to build brand awareness and improve popularity.
Lowe's create "Made in a Minute" video series which used 360 degree video on Facebook to show step-by-step instructions on projects. Besides, the "In-a Snap" series was extra fun for Snapchat users who got to accomplish a DIY project in virtual style by tapping their way through it, like a game.
Lowe's create interesting and attractive videos and release them on popular social platforms, more people could watch these absorbing videos. And people could comment on videos and share these videos with their friends, family. that helps to build brand awareness and improve popularity.
Tags
To make is easier for viewers to find these inspiring and useful videos, Lowe's and BBDO used hashtags to define their DIY series. This involves #Hypermade, a derivative from an Instagram- based Hyperlapse app. This series videos has very high play volume, in which broad publicized Lowe's brand. Lowe's also created tags like #LowesFlipSode, which requires people to reverse their phone to see the content of the video. Using tags make it is easier for people to find the video that they need, people also could share their creatively ideas with tags.

Lowe's used six second format to show simple DIY tricks people can try at home, Fix in Six engaged people to improve their homes by watching Vine videos. These short video shows how to use Lowe's products clearly, time-saving is important for people as well.

Lowe's used six second format to show simple DIY tricks people can try at home, Fix in Six engaged people to improve their homes by watching Vine videos. These short video shows how to use Lowe's products clearly, time-saving is important for people as well.
It is very impressive that BBDO used low-budgets ($5,000 for
one series) and simple tools like an iPhone to produce videos, without post-editing
fixes. Moreover, these creative activities made Lowe's (and BBDO) social media campaign won many multiple social industry rewards. Thus, I believe that Lowe's did a wonderful campaign, it creatively bring forward to make useful videos and interesting activities on social media platforms. There are still large amount people watching FixinSix videos on Instagram and Vine, Lowe's campaign has long term and large amount population impact.
Jiahui, I enjoyed reading your post this week. I also think you brought up a great point when you said that they were using Vine to target Millennials. I think using Vine to market home improvement products in a creative way was very smart!
ReplyDelete